Sanjay Kapoor, the company's chairman, said offering phones at all price segments was key to its beating Samsung.
"Very clearly the focus for Micromax has been to understand what the consumer requirement is and to plug that consumer requirement with products, features, services, which appeal to that segment," Kapoor told CNBC at Mobile World Congress in Barcelona.
"One size fits all…does not appeal to the Indian market and therefore we started tailor-making products for different segments in the market place."
Micromax's flagship smartphones, the Canvas Hue and Canvas Nitro, target the $150 to $200 segment. It's certainly a popular price point – over 40 percent of smartphones shipments in India were in the $100 to £200 bracket in the fourth quarter of last year.
In contrast to companies such as Apple and Samsung, Kapoor said Micromax launches "close to 25, 30 phones in a year" in different segments.